Rhetorical content management system and methods

ABSTRACT

A system and method of managing content are disclosed. In one embodiment, the method includes receiving input from an input tool, the input including a plurality of grammatically-structured text elements related to a content subject. The method also includes storing the plurality of grammatically-structured text elements as a plurality of fields of a record associated with the content subject and sending the plurality of fields to a content server in response to a request. The content server converts the grammatically-structured text elements into structured-format rhetorical elements and sends the structured-format rhetorical elements to a first application that integrates the structured-format rhetorical elements into a first electronically distributable document having a first technical level and to a second application that integrates the structured-format rhetorical elements into a second electronically distributable document having a second technical level that is greater in technical specificity than the first technical level.

REFERENCE TO RELATED APPLICATIONS

This application is a divisional application of, and claims priorityfrom, U.S. application Ser. No. 10/635,419, filed Aug. 6, 2003, thecontents of which are hereby incorporated in their entirety.

FIELD OF THE DISCLOSURE

This disclosure relates, in general, to rhetorical content managementsystems and methods for their use.

BACKGROUND

Content management is useful for providing a consistent image throughvarious content delivery methods. For example, content management may beuseful in providing a consistent product description across multiplesales and marketing mediums such as websites, proposals, brochures, andother documents.

However, content management becomes a significant problem for largeorganizations having multiple products or product lines. A large amountof content is provided to a large number of users. These problems may befurther exacerbated by variances in regional availability, markettargeting, and the greater demand for content through large saleschannels. Delivery of suitable content is often slow.

In addition, content creation is a significantly expensive process.Initial creation is expensive. After initial content creation, thecontent may not be suitable for various purposes. As such, expensesincrease as content is manually adapted for various uses.

Some organizations rely on multiple content management systems. Eachsystem is managed by a different section. As such, content is createdmore than once and varies between sections. Therefore, it is difficultto create content that is consistent and accurate.

For large entities with extensive product lines, content managementbecomes a large and expensive process. As such, an improved contentmanagement system would be desirable.

SUMMARY

The present disclosure is directed generally to a content managementsystem, a method of content management, a rhetorical content model, andautomated methods of generating proposals and other documents basedthereon.

In a particular illustrative embodiment, a method of managing content isdisclosed. The method includes receiving input from an input tool,wherein the input includes a plurality of grammatically-structured textelements related to a content subject. The method also includes storingthe plurality of grammatically-structured text elements as a pluralityof fields of a record associated with the content subject. Further, themethod includes sending the plurality of fields to a content server inresponse to a request, wherein the content server converts thegrammatically-structured text elements into structured-format rhetoricalelements and sends the structured-format rhetorical elements to a firstapplication that integrates the structured-format rhetorical elementsinto a first electronically distributable document having a firsttechnical level and sends the structured-format rhetorical elements to asecond application that integrates the structured-format rhetoricalelements into a second electronically distributable document having asecond technical level that is greater in technical specificity than thefirst technical level.

In accordance with another particular embodiment, a content managementsystem is disclosed and includes a database configured to communicatewith an input tool to receive input, wherein the input includes aplurality of grammatical syntax elements related to a content subject.The database is configured to store a plurality of records, at least onerecord of the plurality of records including a plurality of fieldsstoring the plurality of grammatical syntax elements associated with thecontent subject, each of the plurality of grammatical syntax elementshaving a rhetorical structure to facilitate selective assembly into atleast one sentence. In addition, the database is configured to send atleast one grammatical syntax element of the plurality of grammaticalsyntax elements to a content server in response to a request, whereinthe content server converts the at least one grammatically-structuredtext element into at least one structured-format rhetorical element andsends the at least one structured-format rhetorical element to a firstapplication that integrates the at least one structured-formatrhetorical element into a first electronically distributable documenthaving a first technical level and sends the at least onestructured-format rhetorical element to a second application thatintegrates the at least one structured-format rhetorical element into asecond electronically distributable document having a second technicallevel that is greater in technical specificity than the first technicallevel.

In accordance with another particular embodiment, a method of managingcontent is disclosed and includes storing a first computer retrievablegrammatical syntax element associated with a rhetorical structure in afirst field of a database record, the first retrievable grammaticalsyntax element received via an input tool. The method also includesstoring a second computer retrievable grammatical syntax elementassociated with the rhetorical structure in a second field of thedatabase record, the first retrievable grammatical syntax elementreceived via an input tool. The rhetorical structure facilitatesselective assembly of the first computer retrievable grammatical syntaxelement and the second computer retrievable grammatical syntax elementinto at least one sentence or paragraph of a first electronicallydistributable document and into at least one sentence or paragraph of asecond electronically distributable document, wherein the firstelectronically distributable document has a technical level greater intechnical specificity than a technical level of the secondelectronically distributable document.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 depicts an exemplary embodiment of a content management system.

FIG. 2 depicts an exemplary embodiment of a rhetorical content deliverysystem.

FIG. 3 illustrates an exemplary embodiment of an input tool.

FIG. 4 depicts an exemplary method of content management.

FIG. 5 illustrates an exemplary distribution/repurposing of rhetoricallystructured content.

FIG. 6 depicts an exemplary rhetorical data structure.

DETAILED DESCRIPTION OF THE DRAWINGS

FIG. 1 depicts an exemplary embodiment of a content management system.The content management system includes a content database 104 and acontent server 106. In addition, the content management system includesan input tool 102 and various applications 108, 110 and 112.

The input tool 102 is used to gather content segments and store thosesegments in a database 104. The content segments may, for example, besentence fragments, phrases, nouns, sentences, and paragraphs. In oneexemplary embodiment, sentence fragments are entered, following aspecific grammatical format that fulfills a specified rhetoricalpurpose. Using the rhetorical format, parts of a sentence may begathered, stored and associated as fields in the content database 104.Rhetorical principles control the development of the syntax from thegrammatical elements and drive the deployment of the content to theapplication based on the communication function that the write wants toachieve.

The database 104 may be a database such as an Oracle® or SQL database.The database 104 stores records or file references. Each record isassociated with a content subject and may have multiple fields. Thefields may contain sentence fragments, phrases, sentences, nouns, andparagraphs. This content data may be selectively used to constructcontent associated with the content subject.

The content server 106 is coupled to the database 104 and accesses therecords associated with the content subjects. Applications such asproduct profiler 108, proposal builder 110, and e-brochure builder 112access the content server 106, requesting content associated with acontent subject. The content server 106 accesses the database 104 toselectively retrieve requested fields of the record associated with therequested content subject. The content server 106 may provide thecontent elements in various formats, including a data record set and anXML document.

The applications may construct content using the various formats ormodels. Some of the fields in the record may, for example, follow arhetorical model. In this example, the model utilizes sentence elementshaving a specific grammatical form designed to meet a particularrhetorical or communication function. The sentence elements orgrammatical syntax rules may be used to construct a sentence. In oneexemplary embodiment, the rhetorical model may be used to form asentence having three elements, a product name, product class, andproduct description as shown below. The rhetorical/communicationfunction this grammatical contruct is designed to achieve is DEFINE.

<<Product name>> is a <<product class>> that <<product description>>.

To produce a grammatically correct sentence, the elements followspecific grammatical forms. For example, the product name is a noun, theproduct class may be a noun that agrees with the singular verb “is” andsingular article “a”, and the product description may be a phrasebeginning with a third-person singular active verb. An example is <<Achair>> is a <<piece of furniture>> that <<has four legs, a platform forsitting, and a back to lean against>>.

Sentence elements may be stored in the database 104. Fields withinrecords associated with content subjects may store grammatical syntaxelements that may be used to create sentences based on one or morerhetorical formats. For example, the product name and product class maybe used to make a sentence. In another example, the product name fieldand product description may be used to build another sentence.Alternately, the product name may be used with another element to builda third sentence.

In addition, fields within the record may be used to store phrases,sentences, or paragraphs that fulfill a specifiedrhetorical/communication function. For example, fields may store teasersentences, point statements, illustrative descriptions, analogystatements, and feature statements. For example, sentences or phrasesmay relate to additional differentiators such as differentiating detailssuch as physical or conceptual differences to other products in a class,comparisons with older technologies, examples, inventories, andanalogies. In another example, a point statement may be included thatfurther describes the product such as an advantage or usage from thetarget audience's point of view.

The database may further store contexts in which a content or contentelement is applicable. For example, content elements relating to thesame content subject may be provided for different markets, regions, andbranding efforts. In one exemplary embodiment, different legalstatements may be provided for use with content based on the region. Inanother example, different content elements may be provided formarketing to different target markets. In a further example, differentcontent elements such as product names may be associated with a contentsubject for different branding efforts. Different content elements maybe provided for various technical levels as well.

The fields stored within the records may then be queried to selectivelyretrieve elements that may be utilized to create content. One exemplaryapplication is the product profiler system 108. The content server 106provides a tagged-segmented data file, such as an extensible markuplanguage (XML) file, including the requested data elements to theproduct profiler system 108. The product profiler system 108 interpretsthe tagged-segmented data file to produce content for delivery through anetwork such as via a web page.

In other exemplary embodiments such as proposal builder 110 ore-brochure builder 112, the content server 106 may provide the contentelements as a data record set. The applications 110 and 112 interpretthe data record set, selectively utilizing the content elements todevelop context-specific content. The content may then be provided in adocument, flash file, PDF, or other electronic format.

In one exemplary embodiment, the content management system may beintegrated with enterprise architecture. Applications may reside on auser end of the architecture while the content server and databasereside in a business services section. In other embodiments, the systemmay be implemented on an intranet and use browser technology.

In this manner, content elements associated with a content subject maybe reused in various contexts or for various purposes. As such, thecontent elements may be re-purposed and utilized automatically.

FIG. 2 depicts an exemplary application for creating content. In thisexemplary embodiment, a website may be delivered to users. The pages mayinclude content automatically created using the content elements storedin the database. An application server 200 receives requests associatedwith a content subject from browsers 208, 210 and 212. The applicationserver may have a gateway program 214 that acts to receive the requestsand provide the output. In exemplary embodiment, the gateway program 214receives HTTP requests and provides each HTML web page content.

Upon receiving a request from the gateway program 214, the applicationserver 200 may acquire an extensible markup language (XML) file 202associated with the requested content subject. The XML may have tagsthat identify the elements. The XML file 202 may be interpreted by anXML parser 216. The XML file 202 may be associated with a document typedefinition (DTD) file 204 and further interpreted in accordance with thedocument type definition (DTD) file 204. The application server 200 mayalso include an XSL file 206 as interpreted by an XSL processor 218.Together, the XML parser 216 and the XSL processor 218 provide contentelements to the gateway program 214. The gateway program 214 assemblesthe content elements into content included in the web pages.

Each web page may utilize different elements derived from thegrammatical syntax fields stored in the database and transferredutilizing the XML file 202. In this manner, the content elements may beutilized in accordance with the intended purpose of the content.

FIG. 3 depicts an exemplary user interface or input tool for enteringdata into a rhetorical content management database. In this exemplaryembodiment, the content subject is a product. The user interface takesthe form of a page 300 that includes a product name 302. The page may,for example, be a web page.

Data associated with the product may be subdivided into sections 304,each section having an associated entry page or anchor within thedisplayed page. The sections may, for example, be subdivisionsassociated with what a product does, how it works, what it is, generalinformation, branding information, frequently asked questions associatedwith the product, teasers, product features, advantages, applications,implementation, success stories, components, diagrams, options,availability, legal notices, white papers, and other information.

The interface may be further subdivided into tabbed sections that definecertain grammatical structures for a particular content subject, usingtabs 306. These tabbed sections may be displayed as individual web pagesand each section may have multiple tab pages associated with it. Inaddition, each page may include an element such as a button. The pagesmay include buttons such as a view button 308, an add button 310, and anedit button 312. The view button 308 may facilitate a display of contentelements associated with the product name 302. The add button 310 mayadd content entered into the page to the record in the database. Theedit button 312 may, for example, unlock text entry fields, permittingediting of text associated with the content elements. Alternately, otherbuttons may be used to manipulate records within the database.

In this exemplary embodiment, two content elements are shown. Element314 includes a description of the grammar rules to be applied whenentering text. The element 314 may additionally include a text entryform element 316 and a size element 318 that indicates either total sizepermitted in the text entry element 316, the number of charactersremaining for use in the text entry element 316, or the number ofcharacters used in the text entry element 316. For example, element 314may be a sentence or product tease designed to grab the attention of apotential purchaser. The grammatical and content-guidance rulesassociated with element 314 may require or suggest that the element beentered as a sentence or a question. The text entry element 316 may, forexample, be limited to a size of 250 characters. As the text entryelement 316 is used, the number of characters remaining may be displayedin the size element 318.

Element 320 may, for example, be a product classification. The productclassification may be used in a rhetorical or classical rhetoricalformat and require an associated verb, article, and structured phrase ornoun. In the exemplary embodiment, a drop-down menu is provided forselecting a verb form that agrees with a controlling grammatical element322 such as “is” or “are”. Another drop-down menu 324 is provided forselecting an article such as “a” or “an”. A text entry form element 326is provided for entering the product class syntax. In addition, a sizeelement box 328 may be provided. For example, in a classic rhetoricalformat, a sentence may be constructed using the product name 302, theverb selected in menu 322, the article selected in menu 324, and thetext in the text entry form element 326. The sentence would read:<<Product name>> is/are a/an <<text entry>>. The verb selected in menu322, the article selected in menu 324, and the text of text entryelement 326 may be stored in a database and reapplied as needed forspecific purposes.

Other elements may be entered such as product descriptions, teasers,descriptions of how a system works, success stories, feature names, andpoint statement sentences. These elements may also have an associatedfield in the records of the database.

FIG. 4 depicts an exemplary method of content management. The contentmanagement system may receive a user input entered in the grammaticallystructured text entry elements as shown at step 402. The text entered inits grammatically structured format may be stored in the databaserecords as shown at step 404. Some fields may store nouns. Other fieldsmay store phrases starting with a specific verb having a specific tenseand number. These fields may be combined according to their associatedrhetorical structure to form sentences. Additional fields may storesentences and paragraphs having an associated purpose. The databasestores these elements to fulfill rhetorical/communication purposes.

The content management system may then code the stored text and convertit into structured format-supporting rhetorical elements as shown atstep 406. For example, the content management system may query therecords and create data record sets. In another embodiment, the contentmanagement system may query the stored records and formulatetag-structured data files such as XML files for use by otherapplications. The content management system may then render anelectronically displayable document including at least one of the storedrhetorical elements as shown at step 408. For example, the contentmanagement system may display a web page utilizing some of therhetorical data elements. Alternately, the content may be re-purposedand utilized for brochures, proposals, or other documents needing tofulfill a similar rhetorical/communication purpose. The content used inthe brochures or proposals may utilize different rhetorical elementsfrom those utilized in providing content for web pages, or in somecases, use the same elements or subsets, depending on the spaceavailable and the degree of content needed.

FIG. 5 depicts the exemplary use of content data associated with acontent subject and its selective use in various applications. The datamay be organized into a description 516, features and benefits 518, andother categories. Elements may be stored that can be used in arhetorical structure to produce content. Each of the elements for use ina rhetorical structure may have a syntax that has the appropriategrammatical format for use in the rhetorical structure. In one exemplaryembodiment, a classical rhetorical definition 502 may be used. Asentence structure may be provided such as <<Product name>> is a<<product class>> that has <<a key differentiator>>. A data structuremay be provided that stores the product name, the product class, and thekey differentiator. The product name, product class and keydifferentiator may each have a specific grammatical syntax that permitstheir use in this rhetorical structure, while allowing them to be usedtogether or separately by other grammatical structures that servesimilar or even widely different rhetorical/communication purposes inother applications.

Another rhetorical structure, such as the comparison between the old andnew as shown in block 504, may also use the product name. The rhetoricalstructure 504 may utilize a key benefit field and comparable productfield that have syntax or grammatical structures different than those ofthe product class or key differentiator. For example, the keydifferentiator may have a different format than the key benefit. Thedifferent syntax for the comparison old/new is based on the rhetoricalfunction of comparison. The payoff statement may be a benefit. Thediffering syntax would let a re-user emphasize this benefit over othersand add flexibility to the application's discussion of the content.

Other rhetorical structures such as rhetorical structure 506 may utilizesentence syntax structures. Each sentence syntax structure may have aspecific purpose. Alternately, such as in how does rhetorical structure508, a rhetorical structure may be formulated using syntax elements thatconstitute nouns or phrases as well as syntax structures that includesentences and paragraphs. Syntax structure elements such as the productname may be reused in many rhetorical structures. Other elements may bespecific to a given rhetorical structure. Further, these rhetoricalstructures and the syntax elements may be selectively utilized fordifferent purposes.

An e-brochure may be built utilizing the comparison between the old andnew 504 as well as a supplemental comparison between the old and new506. Alternately, a proposal builder 514 may utilize the classicaldefinition structure 502, the product how does rhetorical structure 508,and the features rhetorical structure 510. In this manner, elements andstructures associated with a content subject may be selectively utilizedto produce content for differing purposes.

FIG. 6 depicts an exemplary tag-segmented data file 600. Thetag-segmented data file may, for example, be an XML file. The XML filemay be produced by the content management system from the content storedin the content database. The tag-segmented data file 600 may be used tostore a complete data record or partial data associated with a contentsubject. In the exemplary embodiment of FIG. 6, a product profile isspecified. The product profile may have an associated product ID. Thedata may be further segmented for use in specific markets or regions asindicated by the <Region> tag. <PAC> indicates a specific region andseveral specific regions may be specified. A tag and tag end areprovided for the product name, expanded product name, update date, andupdate time. These latter two are content management elements. Inaddition, tags are provided for subdivisions of content elements. Forexample, a <Description> tag may identify one or more sets ofdescription elements. A description element may for example follow aclassical format as indicated by the <Classical_Def> tag. Elements thatfollow the grammatical format of the classical definition may then beprovided as indicated by separate tags. For example, a class description602, product description 604, and comparison sentence 606 may beprovided. The class description and product description may be combinedwith the product name to form a classical rhetorical sentence. Thecomparison sentence 606 may be appended to the classical definition toform a paragraph for use in building content.

Additional files such as XSL files may specify how a sentence or contentis to be constructed using the content elements of the XML file. Theactual output is shown.

The above disclosed subject matter is to be considered illustrative, andnot restrictive, and the appended claims are intended to cover all suchmodifications, enhancements, and other embodiments which fall within thetrue spirit and scope of the present invention. Thus, to the maximumextent allowed by law, the scope of the present invention is to bedetermined by the broadest permissible interpretation of the followingclaims and their equivalents, and shall not be restricted or limited bythe foregoing detailed description.

1. A method of content management, the method comprising: receivinginput from an input tool, wherein the input includes a plurality ofgrammatically-structured text elements related to a content subject;storing the plurality of grammatically-structured text elements as aplurality of fields of a record associated with the content subject; andsending the plurality of fields to a content server in response to arequest, wherein the content server converts thegrammatically-structured text elements into structured-format rhetoricalelements and sends the structured-format rhetorical elements to a firstapplication that integrates the structured-format rhetorical elementsinto a first electronically distributable document having a firsttechnical level and sends the structured-format rhetorical elements to asecond application that integrates the structured-format rhetoricalelements into a second electronically distributable document having asecond technical level that is greater in technical specificity than thefirst technical level.
 2. The method of claim 1, further comprisingassociating a context with at least one of the grammatically-structuredtext elements, wherein the context indicates a market, geographicregion, marketing brand, technical level, or any combination thereof. 3.The method of claim 1, wherein the grammatically-structured textelements include a noun, a verb, a phrase, a sentence, a teaserstatement, a point statement, an illustrative description, an analogystatement, a feature statement, a product differentiator, or anycombination thereof.
 4. The method of claim 1, wherein each of the firstand second electronically distributable documents integrates thestructured-format rhetorical elements into at least one sentence thatincludes a comparison statement relating to a product associated withthe content subject.
 5. A content management system, comprising: adatabase configured to communicate with an input tool to receive input,wherein the input includes a plurality of grammatical syntax elementsrelated to a content subject; wherein the database is configured tostore a plurality of records, at least one record of the plurality ofrecords including a plurality of fields storing the plurality ofgrammatical syntax elements associated with the content subject, each ofthe plurality of grammatical syntax elements having a rhetoricalstructure to facilitate selective assembly into at least one sentence;and wherein the database is configured to send at least one grammaticalsyntax element of the plurality of grammatical syntax elements to acontent server in response to a request, wherein the content serverconverts the at least one grammatically-structured text element into atleast one structured-format rhetorical element and sends the at leastone structured-format rhetorical element to a first application thatintegrates the at least one structured-format rhetorical element into afirst electronically distributable document having a first technicallevel and sends the at least one structured-format rhetorical element toa second application that integrates the at least one structured-formatrhetorical element into a second electronically distributable documenthaving a second technical level that is greater in technical specificitythan the first technical level.
 6. The system of claim 4, wherein eachof the first and second electronically distributable includes aplurality of sentences derived from the at least one grammatical syntaxelement.
 7. The system of claim 4, wherein the at least one grammaticalsyntax element includes a product class.
 8. The system of claim 4,wherein the at least one grammatical syntax element includes a productdescription including a verb having a specified verb tense.
 9. Thesystem of claim 4, wherein the at least one grammatical syntax elementincludes a phrase associated with a specified verb and article.
 10. Amethod of content management, the method comprising: storing a firstcomputer retrievable grammatical syntax element associated with arhetorical structure in a first field of a database record, the firstretrievable grammatical syntax element received via an input tool;storing a second computer retrievable grammatical syntax elementassociated with the rhetorical structure in a second field of thedatabase record, the first retrievable grammatical syntax elementreceived via an input tool; and wherein the rhetorical structurefacilitates selective assembly of the first computer retrievablegrammatical syntax element and the second computer retrievablegrammatical syntax element into at least one sentence or paragraph of afirst electronically distributable document and into at least onesentence or paragraph of a second electronically distributable document,wherein the first electronically distributable document has a technicallevel greater in technical specificity than a technical level of thesecond electronically distributable document.
 11. The method of claim10, further comprising storing a third computer retrievable grammaticalsyntax element in a third field of the database record.
 12. The methodof claim 11, wherein the first computer retrievable grammatical syntaxelement is a product name, the second computer retrievable grammaticalsyntax element is a product class, and the third computer retrievablegrammatical syntax element is a product differentiator.
 13. The methodof claim 11, wherein each of the computer retrievable grammatical syntaxelements is stored in a database as a separate database entry.
 14. Themethod of claim 10, wherein: the input tool includes a user interfacehaving at least one entry page associated with the content subject andwherein each entry page includes at least one text entry form elementfor receiving input text having a length, the input text constrained inaccordance with a grammatical format associated with a rhetoricalpurpose; and the input tool includes a selection element configured toinitiate manipulation of a data record associated with the contentsubject at the database upon activation of the selection element. 15.The system of claim 14, wherein the data associated with the contentsubject is subdivided into a plurality of sections, each sectionassociated with an entry page.
 16. The system of claim 15, wherein thesections include a product purpose, a product operation, brandinginformation, frequently asked questions, a teaser, a product feature, aproduct advantage, a product application, a product implementation, aproduct testimonial, a product component, a product illustration, aproduct diagram, a product option, a product availability, a legalnotice, a white paper, or any combination thereof.
 17. The system ofclaim 15, wherein each entry page is displayed in connection with agraphical tab and wherein each entry page is displayed as a separate webpage.
 18. The system of claim 14, further comprising a plurality of testentry form elements.
 19. The system of claim 14, wherein the data recordincludes a plurality of fields associated with a plurality of rhetoricalsentence structures.